10 Tips to Improve Search Engine Optimization for Lawyers

search engine optimization for lawyers

Share This Post

About 61% of marketers are prioritizing search engine optimization (SEO) and building an organic presence this year. With SEO, your law firm website can rank higher on relevant search engine result pages (SERPs). Ranking at the top of a page will ensure clients see your firm before any other online.

Not sure how to start using search engine optimization for lawyers? Here are 10 tips that can help you improve your rankings.

With these tips, you can improve your organic presence, benefiting your entire digital marketing strategy. Read on to learn more. 

1. Gather Research

Google looks for website content that aligns with the user’s search intent. During an online search, the user’s intent is usually:

  • Commercial
  • Information
  • Transactional
  • Navigational

Understanding the client’s intentions can help you create website content that aligns with their needs. Otherwise, your content won’t appear for relevant searches. A client might visit your website, find the information you provide unhelpful, and leave.

Each time someone leaves without exploring additional pages on your website, your bounce rate can increase. Google could conclude you’re offering a negative user experience (UX) based on your bounce rate. 

Since Google also prioritizes websites that offer good UX, your organic rankings could drop.

Instead, take the time to gather audience and keyword research.

Define your target audience based on demographic and psychographic parameters. For example, you might differentiate clients based on the legal services they need. Perhaps they differ based on their career, income, age, or gender.

Create buyer personas to better distinguish your target audience. Then, develop a list of target keywords for each group. Your keyword list will help define the content you create to appeal to each buyer persona.

To align your content with the user’s search intent, focus on longer keywords and phrases. Long-tail keywords make it easier to understand the user’s search intent.

For example, the search term “lawyer” is vague. The user might want to know:

  • How to choose the best lawyer
  • What does a personal injury lawyer do
  • What type of cases fall under personal injury law
  • How much can a lawyer win for my case

Each query involves a different intent.

2. Upgrade Your Website

Remember, the UX your website offers can also impact your search engine optimization efforts. Make sure your website is:

  • Fast
  • Secure
  • User-friendly
  • Mobile-optimized

Run your website through Google’s PageSpeed Insights and Mobile-Friendly Test. Determine if you’re offering a positive user experience by adhering to Google’s Core Web Vitals.

A positive UX indicates your site is easy for visitors to explore and use. If they struggle to find the information they need or convert, they’ll leave. You’ll miss the chance to generate leads as a result.

Meanwhile, lower search engine rankings will impact your online visibility.

3. Create Quality Content

Once you’ve gathered your keyword research and updated your website, start creating fresh blog content. Choose a keyword before writing a blog post. Diversify your content marketing strategy with different forms of content, including:

  • Articles
  • eBooks
  • Webinars
  • Press releases
  • Infographics
  • Polls
  • Quizzes
  • Videos

Create a content marketing calendar to create fresh, unique blog posts throughout the year. Try to rank for a range of keywords to appear for a variety of searches.

When writing your content, make sure to consider EAT (expertise, authority, trustworthiness). Position yourself as a credible resource within the legal industry. 

Add internal and external links to your content, too. Internal links will direct readers to other pages on your law firm’s website. You can link to case studies, blog posts, or research to bolster your credibility with external links. 

4. Optimize Your Listing

As many as 30% of all mobile searches are related to location. Nearby clients are already searching for nearby law firms. You can appear for these searches to encourage prospective clients to call you.

Prospective clients can find your law firm through your Google Business listing. Claim and optimize your listing to strengthen your online presence. 

Ask your clients to post reviews on your listing, too.

5. Generate Backlinks

Backlinks direct visitors on other websites to your law firm’s website, allowing you to generate referral traffic. Quality backlinks can boost your domain authority and organic rankings.

Generate backlinks by writing guest blogs for other websites. You can also hire an agency that offers backlink-building services.

6. Share Your Posts

Ensure more people find your blog content by sharing it online. For example, you can share a link on social media. 

Send an email newsletter to your subscription list to generate traffic to your content, too. Generating more traffic could encourage Google to boost your rankings. 

7. Use Schema Markup

Schema markup can make it easier for Google to understand your website content. Then, you can appear for featured snippets, which take up prominent space at the top of SERPs.

For example, you can use a person markup to list lawyers at your firm. Use the local business markup if you have more than one legal practice. Help blog posts and press releases appear using the article markup.

8. Track Trends

Successful digital marketing for lawyers requires you to remain relevant. Keep track of trends to discover new ways to boost your rankings.

For example, you can prioritize:

  • Voice searches
  • EAT
  • Featured snippets
  • Long-form content
  • Video content
  • Core Web Vitals

Working with an SEO marketing agency can help you keep up with the latest trends. 

9. Review Analytics

Once you begin posting content on your blog, use Google Analytics to review the data. Determine:

  • What type of content generates the most traffic
  • Which keywords generate the most traffic
  • Which pages/posts generate leads
  • Where people bounce off your site
  • Which posts generate the most engagement

Reviewing the analytics can help you make informed changes to your SEO marketing strategy. 

10. Hire an Agency

If you’re still struggling to use search engine optimization for law firms, consider hiring an agency. An experienced SEO agency can help you boost your rankings using white hat SEO tactics.

You can save time and money by avoiding costly SEO marketing mistakes. With their help, you can improve your rankings, reach new clients, and grow your firm!

Get In Order: Use Search Engine Optimization for Lawyers Today

Search engine optimization for lawyers can help you reach clients while they’re searching for representation online. Use these tips to start improving your rankings. In time, you’ll reach the top of the page.

Remember, you don’t have to use SEO alone. Consider partnering with an agency this year instead. 

Searching for personalized, full-service law firm marketing? We can help.

Contact our attorney marketing experts today to get started.

More To Explore


Show Me EXACTLY How To Increase My Law Firm Revenue in 14 Days.